Targeted television advertisements selected on the basis of an online user profile and presented with television programs or channels related to that profile

ABSTRACT

In an automatic, computer-implemented method, a selected television advertisement is presented automatically in association with a television program or channel. A relationship is identified between an online user profile and the television program or channel, and the television advertisement is selected based at least in part on information from the online user profile. The selected television advertisement is presented, in association with the television program or channel that is identified as being related to the online user profile, via a set-top box having a corresponding set-top box identifier that is associated with the online user profile.

BACKGROUND

The field of the present invention relates to presenting televisionadvertisements that are targeted based on online user profiles. Inparticular, systems and methods are described for presenting targetedtelevision advertisements, selected on the basis of an online userprofile, in association with television programs or channels for which arelationship has been identified with that online user profile.

A variety of systems and methods currently target advertisements basedon user/viewer/customer behavior. Many of those rely on collection ofpersonally identifiable information (PII) to correlate the personexhibiting the behavior with advertisements targeted at that person. Insome systems, advertisements can be targeted without collecting PII, butin such systems, typically, the advertisement is delivered over the samemedium as the medium in which the non-personally identifiableinformation is measured or collected. For example, many grocery storeshand out so-called “club cards,” which can but need not be linked toPII. A shopper presents the card at checkout to receive variousdiscounts, thereby allowing the store to link a list of purchased itemsto the card. As the system “learns” the purchasing habits of thatcardholder, it can begin issuing coupons targeted at purchases that thecardholder has made previously or that the system predicts thecardholder may wish to make based on past purchases. In another example,online advertisements can be targeted based on an Internet user's onlineactivities without using PII. The use of browser cookies enables an adserver to recognize an Internet site visitor (more accurately, thecomputer or other device used by the visitor) who has previouslyconducted searches, accessed content, or viewed ads at the same or adifferent site linked to the ad server. The ad server can target futureadvertising to the site visitor based on that previous activity, againwithout necessarily using PII. A user who has searched for airlinetickets to southern California on an online travel site, for instance,might later receive targeted online advertisements for Disneyland, whichthe ad server (the one that collected or received the user's searchinformation from the online travel site) delivers to the user'scomputer, perhaps while the user is visiting another online site.

Targeting of advertisements becomes significantly more problematic todeliver “cross-medium,” i.e., when an advertisement is presented via onemedium based on user behavior exhibited, or demographic informationlearned, in another medium. One example of cross-medium advertising ispresentation of television advertisements that are targeted based on anonline user profile. One difficulty, however, arises from the need toassociate an online access device (e.g., a computer connected to theInternet) and a corresponding television device (e.g., a set-top box).Use of PII can facilitate the proper association. A few methods havebeen developed to associate computer and TV units without using PII,including, for example, those disclosed in U.S. applications Ser. Nos.11/736,544 (entitled “Targeted television advertisements based on onlinebehavior” filed Apr. 17, 2007 in the name of Roy Shkedi) and Ser. No.11/968,117 (entitled “Targeted online advertisements based on viewing orinteracting with television advertisements” filed Dec. 31, 2007 in thenames of Roy Shkedi and Ronen Shlomo), both of which applications beinghereby incorporated by reference in their entirety. Other methods forestablishing such associations may exist or may be developed in thefuture. However the association is made (with or without PII),information from an online user profile collected or generated duringcomputer access of the Internet in a household can be used to select atargeted television advertisement, which can be presented via theset-top box in the household that is associated with the computer.

A problem remains, however, because a household may include multipleusers, each of whom independently access online content andindependently watch television. A targeted advertisement selected basedon online user profile information for a first household member might bewasted if presented to a second household member, especially one forwhom the targeted advertisement might not be suitable or effective. Forexample, a television advertisement for investment advice targeted basedon the ad server having recognizing that Dad had checked his onlineinvestment account would be wasted if presented on television whileDaughter watches a pop music show, even though the ad server hasdetermined that Dad's computer is associated with the set-top boxconnected to the television watched by Daughter.

It is therefore desirable to provide systems and methods for increasingthe probability that a television advertisement targeted based on anonline user profile is presented while the corresponding user (i.e., the“target”) watches television.

SUMMARY

An automatic, computer-implemented method comprises arranging forpresenting automatically, in association with presentation of atelevision program or channel, a selected television advertisement. Arelationship is identified between an online user profile and thetelevision program or channel, which relationship is based at least inpart on information from the online user profile. The televisionadvertisement is selected based at least in part on information from theonline user profile. The selected television advertisement is presented,in association with the television program or channel that is identifiedas being related to the online user profile, via a set-top box having acorresponding set-top box identifier that is associated with the onlineuser profile.

Objects and advantages pertaining to presenting televisionadvertisements targeted based on online user profiles may becomeapparent upon referring to the exemplary embodiments illustrated in thedrawings and disclosed in the following written description or appendedclaims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates schematically exemplary interactions among an onlineuser, an online site, and a central ad server as an online user profileis collected or generated.

FIG. 2 illustrates schematically exemplary transmission of a targetedtelevision advertisement to a user's set-top box (STB).

FIGS. 3A and 3B illustrate schematically exemplary processes forpresenting a targeted television advertisement during a selectedtelevision program or on a selected television channel.

FIG. 4A illustrates schematically a targeted television advertisementtemporally interleaved with a selected television program. FIGS. 4B and4C illustrate schematically a targeted television advertisementpresented immediately before or immediately after a selected televisionprogram.

FIGS. 5A-5E illustrate schematically a targeted television advertisementspatially combined with a selected television program.

FIGS. 6A and 6B illustrate schematically conventional advertisingmodels.

FIG. 7 illustrates schematically an exemplary advertising model.

The embodiments shown in the figures are exemplary and should not beconstrued as limiting the scope of the present disclosure or appendedclaims.

DETAILED DESCRIPTION OF EMBODIMENTS

Some of the terms used in the present disclosure or appended claims aredefined as follows.

Television provider (TVP)—an entity that provides television service toa subscriber or user via any suitable transmission medium, including butnot limited to coaxial cable, fiber-optical cable, network cable, phoneline, satellite transmission, VHF or UHF transmission, otherover-the-air transmission, or wireless transmission, e.g., via mobilephone infrastructure.

Internet service provider (ISP; equivalently, an online accessprovider)—an entity that provides online access to a subscriber or uservia any suitable transmission medium, including but not limited tocoaxial cable, fiber-optical cable, network cable, phone line, satellitetransmission, wireless transmission (e.g., WiMax, WiFi, or other IEEE802 wireless protocols), or VHF or UHF transmission. The online accessenables the subscriber to access the Internet and its myriad onlinesites, or to access any future network successor to the Internet.

ISP/TVP—in some instances a single entity (or providers controlled by asingle entity) can provide to one or more subscribers or users bothtelevision service and online access. Such an entity is referred toherein as an ISP/TVP. Although an ISP and a TVP are representedschematically in the drawings by separate labeled boxes, the drawingsare intended to encompass implementations in which the ISP and the TVPare independent entities as well as other implementations in which acommon ISP/TVP provides both services.

Set-top box (STB)—a device that connects a television and a televisionsignal source. The STB receives an incoming television signal, extractscontent from the received signal, and transmits the extracted content tothe television to be presented to a viewer. The television signal sourcecan be one or more of a computer network cable (e.g., an Ethernet orother transmission-speed cable), a satellite dish, a coaxial cableconnected to a cable television system, a telephone line or digitalsubscriber line (DSL), a wireless network connection, an antenna (VHF,UHF, digital, or other), or another suitable signal source. The contentcan include, but is not limited to, video (which often can include anaudio portion), audio, Internet web pages, interactive games, or othercontent. An STB may or may not include a dedicated television tuner.Each STB typically is assigned an identifier of some sort by thecorresponding TVP, e.g., to enable the TVP to direct specific signals orprogramming to a specific STB, to identify the source of requests,commands, queries, or responses received from a particular STB, or forother purposes. In some instances such an STB identifier might be knownonly to the corresponding TVP and not available for outsidecommunication. If the STB is connected to the Internet as a signalsource (directly, through another device, or through the correspondingTVP; connected to the Internet only, or also connected in parallel toanother signal source such as a cable television transmissioninfrastructure), the STB identifier can include an STB IP address (i.e.,an Internet Protocol address) or a portion thereof. If the STB isconnected to both the Internet and another signal source, the STBidentifier can include an identifier specific to the other signal sourcein addition to the STB IP address. In some instances the STB identifieris static, while in other instances the STB identifier is dynamic andcan change from time to time. Sometimes, the STB identifier can involvea STB IP address and other times it can be an identifier used by aninfrastructure company (e.g., a cable company) to identify its STBs.

Despite its name, an STB need not be physically located on top of atelevision set literally. Under current technology, STBs often arelocated physically adjacent to the television set, such as in a mediacabinet or the like, but it is not even necessary that the STB belocated in proximity to the television. Nor is it necessary that the STBbe a box, literally. Rather, a STB might be implemented, for example, asa circuit board, integrated circuit, set of integrated circuits, orsoftware that is physically integrated with another “box,” such as thetelevision, a cable or other connection, a computer, or a buildingequipment or junction box, which also has other functions, or withoutbeing housed in any “box” at all.

Digital video recorder (DVR, alternatively personal video recorder orPVR)—a device that stores video content in a digitally encoded format ona digital storage medium, such as a hard drive, and enables playback ofthe stored content. A DVR can comprise a stand-alone unit connected to atelevision, a component of an STB, or a signal source, or the DVR cancomprise software that programs a computer to perform DVR storage andplayback functions.

Video-on-Demand (VOD)—a system that allows users to select and viewvideo content delivered from a signal source in response to a requestfrom the user. Typically, the requested video content can be viewed at atime of the user's own choosing and can be paused, rewound, orfast-forwarded as desired by the user. A VOD system can “stream” thecontent (enabling viewing of portions of a requested item of videocontent while other portions are still being delivered from the signalsource), or the VOD system can “download” the content and allow viewingonly after a complete item is delivered from the signal source. Some VODsystems allow users to select and watch video content over a network aspart of an interactive television system.

Interactive Television (interactive TV, iTV, idTV, or ITV)—anytelevision system that enables a viewer to interact with video contentdelivered to a television. Interactive television can include, but isnot limited to, access to Web sites through TV “crossover links,”electronic mail and online chat, online commerce, or enhanced graphics(relative to standard television offerings).

Internet Protocol Television (IPTV)—a system wherein television contentis delivered via a computer network using Internet Protocol (IP). Forresidential users, IPTV is often provided in conjunction with Video onDemand and can also be bundled with Internet services such as Internetaccess and Voice-over-IP (VoIP). Commercial bundling of TV, VoIP, andInternet access is sometimes referred to in the industry as a “tripleplay.” Additional telecommunications services (e.g., mobile voice ordata service) can be added, yielding a “quadruple play” and so forth.IPTV typically is supplied by a broadband service provider using aclosed network infrastructure. IPTV also can be provided over theInternet or other publicly accessible computer network, in which case itmight be referred to as Internet TV or TV-over-Internet. IPTV also canbe used to deliver video or other content over a corporate LAN or otherbusiness network.

Online user interface device—any user interface device used to access aremote network such as the Internet, including but not limited to a cellphone or mobile handset, a personal digital assistant (PDA), or anetworked computer (desktop, workstation, notebook, laptop, or other).

Online access device—any device used to connect an online user interfacedevice to a remote network such as the Internet, including but notlimited to a modem, a wired or wireless router, a wireless access point,a wired network adapter (e.g., Ethernet adapter), a wireless networkadapter (e.g., IEEE 802.11, ED-VO, EDGE, HSPA, CDMA, GSM, or other), oran optical fiber based network adapter (e.g., a network interface unitor optical network terminal). Different types of online access devicescan be and sometimes are combined into a single unit (e.g., a modem thatalso functions as a router for a LAN). An online user interface deviceand an online access device can be, and sometimes are, combined into asingle unit (e.g., a computer with a built-in Ethernet adapter, wirelessadapter, or modem). Each online access device typically is identified onthe Internet by an Internet Protocol address (i.e., an IP address;currently, under IPv4, an IP address comprises a sequence of fournumbers each ranging from 0 to 255, i.e., a 32-bit address; eventually,under IPv6, an IP address will comprise a 128-bit address). Everytransmission of data over the Internet includes a destination IP addressto enable the transmitted data to reach its intended destination. Insome instances an online device has a static IP address, while in other,more common instances an online access device has an IP address that isdynamic and changes from time to time. Although IP addresses arereferred to herein for enabling data transmitted via the Internet toreach its intended destination, that terminology is intended toencompass any functionally equivalent online access device identifieremployed to route such transmitted data to its intended destinationthrough the Internet or through any future successor network. Variousexamples of online access identifiers are described below, includingthose that comprise an IP address or a portion thereof.

User (equivalently, subscriber or viewer)—a person receiving onlineaccess or television service at a delivery end-point within a household,office, business, or other site or establishment served by an onlineaccess provider or television service provider. Multiple users can belocated at a single site or establishment. Television ads or programmingcan be presented on one television set or multiple sets of a given user;likewise, online access or ad delivery can involve one or more computersor other online interface devices of the user. In some instances, abusiness having multiple physical locations may be served by separateonline or television services, but in other instances, a business mayhave an internal LAN or WAN that extends service provided to multiplephysical locations. Also, some computers and televisions are portableand can access the service provided from remote locations. Accordingly,the term “user” is intended to refer to that person who receives theprovided services and does not require a fixed or single location insuch instances.

User profile—information concerning a specific user of online access ortelevision service. The profile information can be demographic, can bebased on observed online or television-related activity or behavior ofthe user, or can be based on declared information provided by orreported about the user. The profile information can be explicit (e.g.,declared or reported) or implicit (e.g., inferred on the basis of otherinformation in the profile). A user profile can be referred to as anonline user profile or a television user profile as appropriate if itincludes information collected or generated via only one of those media.The user profile can be collected or generated by one or more sources(i.e., profile providers, see below). The user profile can be storedlocally on a user's computer or set-top box (e.g., as browser cookies)or remotely on one or more servers, ad servers, or online sites, or atvarious combinations of those. A single entity can control such multiplelocations, or separate entities can control different ones of thelocations separately. Various portions of the profile can be linked toor associated with one another in any suitable way, e.g., by eachincluding or referring to a common user name, IP address or other onlineaccess identifier, or cookie or tag placed on the user's computer.Whatever the manner and location of storage (local or remote, singlelocation or distributed, single- or multiple-entity control), thetotality of the profile information associated with a given user can bereferred to collectively as “the user profile.”

Behavioral targeting—the delivery of specific advertisements to a user,the advertisements being selected on the basis of activity of the user,typically recent activity, including but not limited to: online ortelevision-based searches conducted by the user; content viewed orotherwise accessed by the user online or on television; online ortelevision advertisements viewed, clicked on, interacted with, orotherwise accessed by the user; shopping or purchases made by the useronline or through a television; and any other form of previous useronline or television activity.

Central Ad Server (CAS)—a computer server that manages delivery ofadvertisements (television or online) to visitors of online sites orviewers of television programs. A local ad server can be typically runby a single publisher to serve ads to visitors of websites or viewers oftelevision programs of that publisher, or by a single advertiser toserve ads into ad space acquired by the advertiser on various websitesor television programs. A third-party or remote ad server typically isremotely located and delivers advertisements of various advertisers tovisitors of websites or viewers of programs of multiple publishers. Theremote ad server acts as a central conduit for deliveringadvertisements, enabling advertisers and publishers to track thedistribution of their online or television advertisements and to controlthe rotation and distribution of their advertisements across theInternet or television system from one location. The advertisements canbe stored on the CAS for later delivery, can be transmitted to the CASand then delivered from the CAS upon receiving an ad request, or can bedelivered from another source in response to an ad request received androuted by the CAS. Examples of third-party ad servers includeDoubleClick's DART for Publishers central ad server (also known as DFP)and DoubleClick's DART for Advertisers central ad server (also known asDFA). In some cases, a CAS can be owned or used by a TVP, an ISP, an STBprovider or modem provider, an online content provider, a profileaggregator, a profile distributor, an ad broker, an ad network, an adexchange, an ad agency, an online advertiser, a media buying firm, a TVadvertiser, a TV ad space owner, or a TV content provider,representatives or proxies of any of those entities, or other entities.In some instances, the CAS will operate independently of an ISP or TVP.

Profile provider—an entity that has or collects profile information thatis used to target advertisements. In the context here, the profileprovider typically cooperates with a CAS, which receives all or part ofthe profile information from the profile provider for use in targetingtelevision or online advertisements. User profile information derivedfrom online or television activity can include, for example, observedonline behavior of a user accessing the Internet (e.g., viewed onlinecontent viewed or accessed, online searches performed, online purchasesmade, or times and dates of such behavior), observed viewing orinteraction behavior of a television viewer (e.g., television programsor ads viewed, responses to interactive programs or advertisements, ortimes and dates of such behavior), or demographic information collectedfrom an Internet user or television viewer.

Examples of profile providers can include, but are not limited to, anyentity that owns or uses: (1) a visited Internet site server; (2) aserver delivering content, images, audio, video, text, or anycombination directed to an online user interface device (such as acomputer or other online interface device) via an online access device(such as a modem or router), either directly or indirectly (e.g., via aredirect); (3) a server delivering content, images, audio, video, text,or any combination directed to a television via a set-top box; (4) an adserver delivering an ad to an online user interface device via an onlineaccess device; (5) an ad server delivering a television ad to atelevision via a set-top box; (6) a server recording an activityconducted from an online user interface device such as a click on an ador a link to an ad, a viewing of an ad, a click on a link to particularcontent, a search, a request for product information, receipt ofparticular content, a product purchase, a telephone call made, or anyother selected and definable user activity; (7) a server recording anactivity conducted through a user's television such as a click on an ador a link to an ad, a viewing of an ad, a click on a link to particularcontent, a request for product information, receipt of particularcontent, a product purchase, or any other selected and definable useractivity; or (8) a server facilitating instant messages or any otherkind of communication on behalf of the user.

Another example of a profile provider is: (9) a company sponsoring andhaving access to a program located on the user's computer or otheronline user interface device or on the user's set-top box that canobserve the user's online or television activity (with the user'spermission), such as a browser toolbar or desktop search software. Aprofile provider, broadly, can be: (10) any entity (including an ISP,TVP, or ISP/TVP) able to collect behavioral profiles (observed onlineactivity or observed viewing or viewing-related activity) or demographicprofiles (provided by the user), typically including a device identifier(e.g., a set-top box identifier or an online access identifier) usedwhen the profile was observed or collected and the date and time theprofile was observed or collected, regardless of whether or not theentity collected a given profile directly through contact with theuser's computer or television or indirectly from another entity such asthose listed in this or the previous paragraph. In some cases, a user'sonline or viewing activity will result in direct contact between thetelevision (via a set-top box) or the online user interface device (viaan online access device) and the profile provider, e.g., if the profileprovider is an online commerce site, the user makes a purchase at thesite, and the online commerce site generates a profile for that user. Inother instances there may be no direct contact between the profileprovider and the user, e.g., if the user makes a purchase at an onlinecommerce site that in turn reports information pertaining to the user tothe profile provider. In some situations, also, a profile provider mightalso own or otherwise control a CAS, in which case user profiles can beimmediately available to the CAS without need for transmission betweenseparate entities.

Profiles or partial profiles provided by a profile provider to a CAS cancontain any quantity of profile information, such as, in one example,just an online access IP address or set-top box IP address or other STBidentifier used by a person at the time his profile was collected andthe identity of the profile provider. The profile can include, e.g., aprofile identifier or profile name, a username, or a login ID; theprofile can be referenced by or included in a cookie or tag placed on auser's STB or online user interface device. The IP address can beprovided by the profile provider itself or might be obtained by the CASwhen a user engages in any online or television activity or provides anitem of demographic information and is redirected by a profile providerto the CAS. Multiple set-top box identifiers or online accessidentifiers (such as IP addresses) can be associated with a single userprofile if those identifiers change over time. In another example, aprofile can be more extensive and can include demographic or behavioralinformation, such as an extensive browsing history, shopping or purchasehistories, content or programs viewed, and other information concerningthe user's characteristics or the user's activities. In some instances aprofile includes PII; in other instances it does not. Although theprofile provider is an entity, many or most of the actions attributed tothe profile provider are actually performed by equipment under theadministrative control of the profile provider, such as computers,servers, software running on those computers or servers, networkconnection hardware or software, or other equipment. Such actions maystill be characterized as being performed “by the profile provider,”whether performed automatically, semi-automatically, or manually.

Personally Identifiable Information (PII)—information that can be usedto identify a specific person, including but not limited to: name,Social Security number (SSN), date of birth, street address, emailaddress, static IP address (if any), phone number (home, work,wireless), financial account numbers (bank accounts, credit accounts, orany other financial data), driver's license number, vehicle registrationnumber, vehicle license number, facial photographs, fingerprints,handwriting or signature, or any other information that can assist inidentifying a specific person.

Non-Personally Identifiable Information (non-PII)—information about aperson that typically cannot be used to specifically identify thatperson, including but not limited to: city, state, or country ofresidence, age, gender, race, ethnicity, school or workplace (ifsufficiently large), salary or income, hobbies, dynamically assigned IPaddresses, online sites visited, online searches conducted, or otherinformation that is useful to know about a person but does not by itselfallow one knowing the information to identify the particular person.

Cookie—a text file placed on a user's computer by a server that alsoserves content to the user's computer using browser software. The cookietypically can be read or altered only by a server operating under thesame Internet domain as the server that originally placed the cookie.The cookie file can be used to identify a computer that has already beenin contact with the same domain and can also be used to store PII ornon-PII pertaining to a user of that computer. In a first example, acookie can store non-PII such as previous searches conducted at thesite, or pages viewed or visited at the site, by the computer user. In asecond example, a cookie can be used to store a username used by theuser to access a site, customized preferences of the user, or variouspieces of PII. A cookie file can also be created, altered, or deleted bysoftware located on the user's computer.

Television advertisement (TV ad)—a full screen video ad, a partialscreen video ad, a banner ad, a text ad, an audio ad, or any other formof advertisement suitable for delivery to and visual or audiblepresentation by a television set.

As illustrated schematically in FIG. 1, an online user accesses theInternet 10 via the user's Internet service provider (ISP) 22 usingcomputer 34 and modem 32. As the user engages in various onlineactivity, an online user profile is collected or generated by one ormore profile providers (e.g., the owner or controller of central adserver (CAS) 40 or online site 50). That online user profile can includedemographic information concerning the user, can include informationconcerning the user's online behavior, or can include informationdeclared online by or about the user. These categories of profileinformation can overlap.

Examples of demographic information may include but are not limited to:age, gender, race, ethnicity, religion, educational level, income, debtlevel, credit report entries, job or profession, employment status,employer, marital status, parental status, home owner or renter, orgeographic location. Examples of behavioral information may include butare not limited to: online content viewed or accessed, online searchesperformed, online purchases made, or times and dates of such behaviors.Examples of declared information may include but are not limited to auser's declared interest in a hobby, social or leisure activity,vocation or avocation, or particular subject area. The profile cancontain personally identifiable information, or not.

Information in the online user profile can be obtained or generated bysoliciting information from the user, by tracking or recording onlineactivity of the user, or by inference based on solicited, tracked, orrecorded information.

Online user profile information can be stored locally on a user'scomputer (e.g., as cookies) or remotely (e.g., on one or more servers,ad servers, or online sites). In some instances the entire online userprofile can be stored at a single location, and in other instancesonline user profile information can be distributed over multiplelocations. A single entity can control such multiple locations, orseparate entities can control different ones of the locationsseparately.

The information from the online user profile can be used to selecttargeted television advertisements for presentation to the online userwhile that user watches television.

An association between the online user profile and a correspondingset-top box (by which the user receives any suitable type of televisionservice, e.g., cable, IPTV, VOD) is required to enable delivery ortransmission of the targeted television advertisement to a television atthe user's location (as in FIG. 2). Such an association can beestablished or provided in any suitable way, including those disclosedin the above-referenced, incorporated applications Ser. Nos. 11/736,544and 11/968,117.

In one example, the online user profile and the set-top box identifierare associated by each being associated with the same correspondingonline access identifier (e.g., an IP address, or a portion thereof, ofa modem, network adapter, router, or other online access device or userinterface device). In one implementation, the online access identifierand the set-top box identifier can be associated by the online accessidentifier being referenced or included in the online user profile. Inanother implementation, the online access identifier and the firstset-top box identifier can be associated in a database. The online userprofile and the set-top box identifier can be associated with or withoutemploying personally identifiable information concerning the user, asneeded, desired, or required.

In another example, the online user profile originates at least partlyfrom an online user interface device (e.g., a computer), and the onlineuser profile and the set-top box identifier are associated by theset-top box and the online user interface device being connected to acommon local area network (LAN). In one such arrangement, an onlineaccess identifier corresponding to the set-top box and an online accessidentifier corresponding to the user interface device are the same(e.g., the 32-bit IP address of a modem that connects the LAN to theInternet in accordance with IPv4; as shown in FIGS. 1 and 2). In anothersuch arrangement, the online access identifier corresponding to theset-top box and the online access identifier corresponding to the userinterface device share a common portion of their respective onlineaccess identifiers (e.g., they share the first 64 bits of theirrespective 128-bit IP addresses used in accordance with IPv6). Othersuch common-LAN arrangements can be employed. Although a connectionbetween modem 32 and STB 36 is shown in FIGS. 1 and 2, such a connectionneed not be present in every implementation, including those describedin the previous paragraph.

The targeted television advertisement can be delivered or transmitted tothe user's set-top box (STB) 36 from any suitable entity (e.g., from CAS40 via TVP 24 as FIG. 2 illustrates, from CAS 40 via ISP 22, from onlinesite 50, or from another server, ad server, or online site). The entityselecting the targeted television advertisement can present or arrangefor the presentation of the advertisement, or cause another entity topresent or arrange for the presentation of the advertisement. Thoseactions can include transmitting the selected television advertisement,transmitting a title or other identifier of the selected televisionadvertisement, redirecting the online user to an ad server, ortransmitting instructions for or other information used for identifying,locating, or presenting the selected television advertisement.

The targeted television advertisement can be delivered or transmitted toSTB 32 at the time it is to be presented, or it can be delivered ortransmitted in advance of display and stored in STB 32 or in a digitalvideo recorder (DVR; not shown). The targeted television advertisementis presented via STB 32 on television 38 or other suitable televisiondisplay device.

It is desirable to increase the likelihood that the targeted televisionadvertisement is presented at a time when the user, specifically thesame person whose online user profile caused the targeted televisionadvertisement to be selected, is watching television. A televisionadvertisement targeted based on an online user profile of a first useris more likely to be wasted or ineffective if presented while adifferent, second user is watching television.

The likelihood of presenting the targeted television advertisement whilethe intended target (i.e., user) is watching television can be increasedby presenting the targeted television advertisement in association witha particular television program or channel that, like the targetedadvertisement, is selected based at least in part on information fromthe online user profile or is otherwise related to the information inthat profile. The user is more likely to see a television advertisementtargeted at that user (based on that user's online profile) if presentedin association with a television program or channel also selected on thebasis of or otherwise related to that user's profile.

Any type of information in the online user profile can be considered toidentify a relationship between the profile and a television program orchannel for delivering the targeted television advertisement, includingexamples given above. As already stated, the information from the onlineuser profile that is used to select the television program or to relatethe online user profile to the television program can be demographic,behavioral (i.e., based on observed online activity), declared by orabout the user, or any combination of two or more of those types ofprofile information.

Specific examples of a relationship, between an online user profile anda television program or channel, that is identified based on informationin that profile can include, but are not limited to:

(1) identifying a relationship between a travel program or travelchannel and an online user profile that includes a history of the userhaving visited online travel sites;

(2) selecting a sports program, televised sporting event, or sportschannel if the online user profile includes information concerningtickets to a sporting event that the user has purchased online;

(3) selecting a music program, televised concert, or music channel(perhaps genre-specific) if the online user profile indicates that theuser has purchased (online) or downloaded music;

(4) relating a television program about weddings to an online userprofile that includes registration information for an online bridalregistry or includes information concerning visits to wedding-relatedonline sites or content;

(5) selecting a financial news program or channel if the online userprofile includes registration information for an online brokerage,includes a history of viewing online financial news, or includesinformation concerning online access to a personal stock portfolio page;

(6) selecting a real estate program or channel if the online userprofile includes online search information for homes for sale;

(7) selecting a television news program or channel if the online userprofile includes subscription information for an online edition of anewspaper or includes a history of viewing newspaper content online;

(8) identifying a relationship between a television program focusing onhealth issues and an online user profile that includes informationindicating the user's viewing of health-related content online;

(9) selecting a sport's program if information in the online userprofile indicates that the user is a 28-year-old male;

(10) selecting a daytime soap opera if information in the online userprofile indicates that the user is a 33-year-old stay-at-home mother;

(11) relating a classic, black-and-white movie to an online user profilethat indicates that the user is above age 70;

(12) selecting a television program focusing on horses or other animalsif the online user profile includes an indication that “horse-backriding” is listed as a hobby of the user on a social networking onlinesite; or

(13) relating a country music program to an online user profileindicating that the user is a registered member of an online forum forsquare dancing.

In the first eight examples, the television program is related to orselected based on behavioral information from the online user profile;in the next three examples, the television program is related to orselected based on demographic information from the online user profile;in the last two examples, the television program is related to orselected based on user interests declared online.

The examples given are intended to represent examples of types ofrelationships, in various classes of attributes or characteristics,rather than specific cut-offs. For example, the ages are selectedarbitrarily and could be changed to different specific ages or ageranges, and the example interests and hobbies are arbitrary and notcentral to the point being made. The same is true for examples givenelsewhere herein.

Whatever information from the online user profile is employed, thatinformation can be used to identify a relationship between the onlineprofile and a particular television program or channel that is suitablefor presenting a targeted television advertisement to the user. The flowdiagram of FIG. 3A illustrates one example of such a processschematically; the order of steps is illustrative and can vary as neededor desired.

Both the targeted television advertisement and the television show areselected based on information in an online user profile and presentedvia a set-top box associated with that online profile. An exemplaryvariation of that process is illustrated in FIG. 3B. A relationship isidentified between a television program watched via a set-top box and anonline user profile associated with the set-top box. On the basis ofinformation in that online user profile, a targeted television ad isselected and presented via the set-top box, in association withpresentation of the related television program. In either case (and inother examples), the targeted television advertisement can be presentedautomatically in association with presentation (via the user's set-topbox) of the television program or channel selected based on or otherwiserelated to the online user profile.

In an exemplary implementation, the television programs viewed via theuser's set-top box (during broadcast, unicast, or recorded playback; viacable, IPTV, VOD, Internet-based source, or other suitable source) canbe monitored, and a program that has been selected as shown in FIG. 3A(i.e., based on an online profile associated with the set-top box) canbe recognized. Such monitoring can be done locally by the set-top box,remotely by a server to which the set-top box reports its activity,remotely by a server delivering the television program to the set-topbox, or by other suitable arrangements.

Once a selected program is thus recognized, the targeted televisionadvertisement, either selected in advance or in real-time, can beinserted into the recognized, selected television program by the serverdelivering the program, by the set-top box, or by another serverstructured and connected for that purpose.

In another exemplary implementation, as shown in FIG. 3B, relationshipscan be identified between each of one, a few, many, or all televisionprograms watched via the set-top box and a corresponding one of multipleonline user profiles associated with the set-top box, based on thenature of each program and information in the multiple online profiles.Targeted television advertisements selected based on information in eachonline profile can be presented in association with each televisionprogram thus matched with (i.e., related to) a corresponding profile.

The information from the online user profile that is used to select atargeted advertisement can, but need not, bear any correlation orconnection with the information from the online user profile that isrelated to the television program (aside from arising from an onlineprofile of the same user).

Moreover, the ad selections and program relationships can be based onprofile information of the same type (e.g., both demographic, bothbehavioral, or both declared) or of differing types (e.g., onedemographic and the other behavioral) of online user profileinformation. In an example wherein the ad selection and programrelationship are correlated with one another, a sports highlight programcan be selected for presenting a television advertisement for baseballmemorabilia, with both the program relationship and the ad selectionbeing based on the user's earlier online search for the Baseball Hall ofFame. In an example wherein the ad selection and program relationshipare not connected (except by arising from the same profile), a cookingshow can be identified as related to the user's earlier online searchfor recipes, and an ad for cosmetics, selected based on the user being a40-year-old female with household income greater than $80,000/year, canbe presented with that related cooking show.

In one example, a first user searches for car insurance online, and thecorresponding online user profile also indicates that the user is a23-year-old male with one year of college who makes $18,000/year. Anexemplary method allows presentation via that first user's set-top boxof a television advertisement for car insurance (selected based on thefirst user's online behavior) during an episode of “The Real World” onMTV (selected based on the first user's demographic information). Underthe same exemplary method, a second user that is 23 years old and male,has one year of college, and makes $18,000/year, but who browsed for aparticular travel destination at an online travel site, can receive atelevision advertisement touting flights to, or hotels at, thedestination (selected based on the second user's online behavior, whichdiffers from the first user's online behavior), also presented during anepisode of “The Real World” (selected based on the second user'sdemographic information, which happens to match the first user'sdemographic information) shown via the second user's set-top box.

In another example, a first user searches online for tickets to concertfeaturing 80's-era rock bands, and the corresponding online user profilealso indicates that the user is a 45-year-old male, has a doctorate, andmakes $170,000/year. An exemplary method allows presentation via thatfirst user's set-top box of a television advertisement forgenre-specific music compilations (selected based on the first user'sonline behavior) during television programs on “Discovery Channel” or“BBC America” (identified as being related to the first user'sdemographic information). If it so happens that a second user searchesonline for the same concert tickets, but the corresponding second onlineuser profile indicates that the second user is a 37-year-old female withan associate degree and annual income of $32,000, under the sameexemplary method, the same advertisement for music compilations(selected based on the second user's online behavior, which in thisrespect happens to match the first user's online behavior) can bepresented during episodes of “Survivor” (identified as being related tothe second user's different demographic information) shown via thesecond user's set-top box.

In another example, a first user searches online for automobiles and(not necessarily during the same online session) purchases severalmystery novels from an online bookseller. A second user at the samehousehold (or other common physical location) browses a medicalinformation site (probably at a different time than the first user'ssearch) and browses one or more online sites concerning Civil Warbattlefields (not necessarily during the same online session as when thesecond user browsed the medical information site).

Those two users can have distinct online user profiles through use ofdifferent computers or through use of different user accounts or userIDs on the same computer. If two users in a single household (or othersingle physical location) share a common online access IP address orother similar online access identifier (e.g., by sharing a computer,modem, or router), their profiles can nevertheless be distinct and canbe distinguished by different profile identifiers (e.g., differentbrowser cookies, one of which is associated with each profile). If thetwo users have differing online access identifiers (e.g., differing IPaddresses or portions thereof in an IPv6 implementation), theirrespective profiles can be distinguished by differing profileidentifiers or by the differing online access identifiers.

On the basis of those distinct profiles (that are both associated withthe set-top box identifier), an exemplary method can cause presentationof (a) a television advertisement for automobiles during replay of anepisode of “CSI” or other similar crime drama (both selected based onthe first user's online profile) via the set-top box, and (b) atelevision advertisement for a health insurance plan during replay of“History Channel” programs (both selected based on the second user'sonline profile) via the same set-top box (or a different set-top box butalso located at the users' common physical location and also associatedwith the online user profiles).

In another example, one online user profile associated with a set-topbox corresponds to a 47-year-old woman who (1) regularly visits the NewYork Times online site and does the daily crossword, (2) shops onlinefor shoes, and (3) joined an online discussion group for yoga. A secondonline user profile in the same household corresponds to a 19-year-oldmale who (4) regularly visits online video gaming sites and (5) joinedan online fan club for a heavy-metal band. If the set-top box in thehousehold (and associated with both online profiles) detects viewing ofa game show such as “Jeopardy,” a targeted television ad is presentedfor shoes or for a yoga class, because “Jeopardy” is related to, and theads are chosen based on, information in the first online user profile.If the set-top box detects viewing of music videos on MTV, on the otherhand, a targeted television ad is presented for computer equipment orvideo gaming software, because the MTV channel is related to, and thedifferent ads are selected based on, information in the second onlineuser profile.

Identification of a relationship between a television program and anonline user profile can be done in real time as each television programis watched, or can be done ahead of time. If done ahead of time, suchmatching (i.e., identification of a relationship) can be done betweeneach profile associated with the set-top box and (a) all programs in allTV channels included in the TV service to which the user has subscribed,or (b) only those programs selected based on a history of programswatched previously via the set-top box (with such a history recordedover any desired time period or refreshed at any desired time interval).

Matching of television programs and online user profiles can beperformed locally by the set-top box or can be performed by a remoteserver structured and connected for that purpose (perhaps a server thatalso delivers the television program or television advertisements to theset-top box). The information pertaining to the matching of televisionprograms and online user profiles can be stored locally on the set-topbox or can be stored on a remote server structured and connected forthat purpose (perhaps a server that also delivers the television programor television advertisements to the set-top box).

Every program watched can be matched to an online user profileassociated with the set-top box, or only those programs for which asufficiently well matched online profile is associated with the set-topbox. Each matched program can be matched to only a single online userprofile associated with a given set-top box, or can be matched tomultiple sufficiently well matched profiles associated with that set-topbox. Any suitable quantitative or qualitative criteria can be employedfor determining when a television program and an online user profile are“sufficiently well matched.”

In one exemplary implementation, television programs can be analyzed toidentify their characteristics (e.g., their themes, keywords, orcategories) as well as average characteristics of the programs' viewingpopulations (e.g., demographics, hobbies, or interests), to permitbetter matching of a given television program to an online profileaccording to common variants (if any) in the online profile and eitherthe television program characteristics or the average characteristics ofthe television program's viewers.

For example, suppose an online profile of a given user identifies thatuser as a 70-year-old female who likes professional wrestling(identified as such on the basis of her frequent online reading of newsabout professional wrestling competitions). A TV wrestling program hasaverage demographics of mainly males between the ages of 18 and 34 andsome females between the ages of 25 and 40. Despite the fact that theaverage demographics of the wrestling program do not match theindividual demographics of the online user profile, the matching of thewrestling program's main topic (i.e., “wrestling”) with the first user'sinterest (i.e., also “wrestling”), in this implementation, would sufficenevertheless to select the TV wrestling program for delivery of atargeted TV ad to the computer user (i.e., the 70-year-old female).

In an extended exemplary implementation, a TV program is described orcategorized, not only on the basis of one or several topics included inthe program, but also on the basis of each individual scene or segmentthat constitutes the program.

Such a breakdown increases the likelihood of recognizing the correct TVviewer based on an online profile, if the advertisement is presentedduring or adjacent the time a specific scene or segment is presented onthe TV screen. For example, the half-time show of the Super Bowl maydraw different types of viewers than the first quarter of the game,which may in turn draw different types of viewers than the fourthquarter of the game. The extended implementation described in thisparagraph permits different choices of television advertisements withindifferent scenes or segments of a given television program based on thematching level of online user profiles associated with the STB and thecharacteristics of different scenes or segments of the TV program.

As illustrated in the foregoing examples, the television advertisementselected for targeted presentation based on information in the onlineuser profile may or may not be directly related to the profileinformation. In different cases, the relationship between the profileand the selected ad may be direct (e.g., search online for a particularconcert ticket, get targeted television ads for that concert), indirect(e.g., browse online at the Disney site, get targeted television ads forAnaheim hotels), generally behavioral (e.g., browse online at a huntingsite, get targeted television ads for beer), or strictly demographic(e.g., be a 50-year-old woman, get targeted television ads foranti-wrinkle cream). Similarly, the relationship identified between theprofile and the television program or channel may be direct (e.g.,browse online at the Disney site, get targeted television ads during aDisney program or on the Disney channel), indirect (e.g., search onlinefor a particular concert ticket, get targeted television ads during amusic program of the same genre), generally behavioral (e.g., shoponline for power tools, get targeted television ads during a NASCARtelecast), or strictly demographic (e.g., be a 25-year-old woman, gettargeted television ads during “The Gilmore Girls”).

The disclosed systems and methods also provide opportunities fordelivering targeted television ads that might be considered“counterintuitive.” For example, a 70-year-old retired concert pianistwho searches online for tickets to a professional wrestling event can bepresented with ads for classical music performances or recordings duringepisodes of “WWE Raw” shown via her set-top box—an advertisingopportunity that would not be typically utilized or even consideredusing more traditional advertising models.

The foregoing examples illustrate a departure from more conventionaladvertising models. As illustrated schematically in FIG. 6A,conventional manual selection of advertisements typically begins with atelevision advertisement and an average demographic profile of apopulation of viewers for which the television ad is intended. Atelevision program is then selected for presenting the ad based on anaverage demographic profile of a population of viewers watching theprogram.

Alternatively, as illustrated schematically in FIG. 6B, conventionalmanual selection of advertisements might in some instances begin with atelevision program and an average demographic profile of viewers of thatprogram. A television advertisement is selected for presentation withthe program based on an average demographic profile of a population ofviewers for which the television ad is intended. In either case, thedemographic information (i.e., the average demographic profiles) appliesto populations of viewers and serves only as an intermediate linkbetween a television ad and a television program with which it ispresented.

In sharp contrast, the examples disclosed herein make use of (a) anonline profile of an individual user/viewer, and (b) identification of arelationship between a television program and the online profile, whichrelated television program is known to be watched at some given time viaan STB associated with the profile of the individual user (illustratedschematically in FIG. 7). A targeted television advertisement isselected on the basis of the online profile and presented with thetelevision program (that is related to the profile) via the associatedSTB. As indicated by the double-headed arrow in FIG. 7, either theonline profile or the television program can serve as the startingpoint, when looking to identify a relationship on the basis ofinformation in the online profile.

Presentation of a targeted television advertisement in association withthe television program or channel that is related to the online userprofile can be achieved in a variety of ways. In one example, targetedtelevision advertisement 104 can be shown temporally interleaved withthe related television program 102 (FIG. 4A) or immediately before orimmediately after the related television program 102 (FIGS. 4B and 4C),or it can be shown spatially combined with the related televisionprogram 102 on television screen 99 (e.g., overlaid as in FIGS. 5A and5B or juxtaposed as in FIGS. 5C-5E). The related television program 102may or may not also include other temporally interleaved or spatiallycombined advertisements (not shown). The selected televisionadvertisement can presented during a latter portion of a televisionprogram immediately preceding the related program or during an initialportion of a television program immediately following the relatedprogram. In any of those examples, the targeted television advertisementcan be presented immediately before, during, or immediately afterbroadcast presentation of the related television program, or immediatelybefore, during, or immediately after delayed presentation of the relatedtelevision program (e.g., by recording and later viewing with a DVR orvia a video-on-demand system).

If the ad server elects to present a targeted television advertisementin association with a television channel related to, or selected on thebasis of, an online user profile (as opposed to a program so selected orrelated), then the targeted advertisement can be shown, in accordancewith different embodiments, (a) during any program shown on the selectedor related channel or (b) during only certain programs on that channel,in any of the ways described above.

In another example of presenting the selected television advertisement“in association with” a television program initially selected based onor otherwise related to an online profile, the television program can beemployed as an “anchor” or starting point for identifying relationshipsbetween the online profile and other, different television programs.This can be done, for example, by monitoring television-viewing behaviorvia the set-top box during presentation of a selected or otherwiserelated program. In an exemplary implementation, during presentation ofan initially selected program via the set-top box, repeated channelswitching between that first program and a second, different program isdetected. A relationship between the online profile and the secondprogram can be identified based on the observed channel-switchingbehavior during the first program, and targeted ads selected based onthe online profile can be presented with the second program.

In another exemplary implementation, consultation (perhaps repeated) ofan online program guide during the first program to view entries for asecond, different program can be detected, a relationship between theonline profile and the second program can be identified on that basis,and a targeted ad selected based on the online profile can be presentedwith the second program.

In either of those examples, to increase the odds that the interest inthe second program is exhibited by the same user whose online profileindicated interest in the first TV program (as opposed to another personthat joined the first user to watch the first TV program),characteristics of the second program and average characteristics ofviewers of the second program can be compared to the online profile toidentify a sufficient match. Other examples of a first program relatedto an online profile being used to identify relationships between otherprograms and the online profile, based on observed television-viewingbehavior during the first related program, can be implemented.

The examples discussed above, although somewhat numerous, describe onlya few examples of the disclosed systems and methods, and it isrecognized that various of the specifically discussed embodiments fallwith broad categories of embodiments involving a targeted televisionadvertisement being (a) selected based on behavioral, demographic, ordeclared information in an online user profile, and (b) presented inassociation with a television program or a television channel relatedto, or selected based on, behavioral, demographic, or declaredinformation in that online user profile. Myriad other examples, cases,and variations exist within the scope of such broader disclosed classesof embodiments, despite all such examples not having being specificallyset forth herein.

In any of the disclosed implementations, each of the necessary steps canbe performed by a single entity (such as a profile provider) or withcollaboration of multiple different entities (or equivalently, bycomputer systems controlled by a single entity or multiple computersystems each controlled by a different entity). For example, online userprofile information used to select a television program can be collectedby an online site controlled by one entity, while the online userprofile information used to select the targeted advertisement can becollected by an ad server controlled by another entity.

Other specific examples include, but are not limited to: (a) a singleentity can provide at least a portion of an online user profile, selecta targeted television ad based on the online user profile, select atelevision program based on the online user profile, and arrangepresentation of the selected ad in association with the selectedprogram; (b) a first entity can select a targeted television ad based ononline user profile information provided by a second entity, select atelevision program based on online user profile information provided bya third entity, and arrange presentation of the selected ad inassociation with the selected program; (c) a first entity can select atargeted television ad based on an online user profile, a second entitycan select a television program based on the online user profile, andthe second entity can arrange presentation of the selected ad inassociation with the selected program; or (d) a first entity can selecta targeted television ad based on an online user profile, a secondentity can select a television program based on the online user profile,the second entity can arrange transmission of the selected ad and theselected program to a television provider, and the television providercan arrange presentation of the selected ad in association with theselected program. Myriad other scenarios can be implemented.

In any of the examples including delivery of targeted televisionadvertisements, those television ads can be provided by a wide varietyof sources or entities. Above-referenced, incorporated applications Ser.Nos. 11/736,544 and 11/968,117 disclose examples of various sources fortargeted television advertisements.

In any of the disclosed implementations, revenue can be generated anddistributed among the involved entities in a wide variety of ways.Above-referenced, incorporated applications Ser. Nos. 11/736,544 and11/968,117 disclose various examples, including some including thefeature of compensating a profile provider for enabling targeting oftelevision advertisements.

The systems and methods disclosed herein can be implemented as generalor special purpose computers or other programmable hardware devicesprogrammed through software, or as hardware or equipment “programmed”through hard wiring, or a combination of the two. Computer programs orother software, if used, can be implemented in temporary or permanentstorage or in replaceable media, such as by including programming inmicrocode, object-oriented code, web-based or distributed softwaremodules that operate together, RAM, ROM, CD-ROM, DVD-ROM, hard drives,thumb drives, flash memory, optical media, magnetic media, semiconductormedia, or any future storage alternatives.

It is intended that equivalents of the disclosed exemplary embodimentsand methods shall fall within the scope of the present disclosure orappended claims. It is intended that the disclosed exemplary embodimentsand methods, and equivalents thereof, may be modified while remainingwithin the scope of the present disclosure or appended claims.

For purposes of the present disclosure and appended claims, theconjunction “or” is to be construed inclusively (e.g., “a dog or a cat”would be interpreted as “a dog, or a cat, or both”; e.g., “a dog, a cat,or a mouse” would be interpreted as “a dog, or a cat, or a mouse, or anytwo, or all three”), unless: (i) it is explicitly stated otherwise,e.g., by use of “either . . . or”, “only one of . . . ”, or similarlanguage; or (ii) two or more of the listed alternatives are mutuallyexclusive within the particular context, in which case “or” wouldencompass only those combinations involving non-mutually-exclusivealternatives. For purposes of the present disclosure or appended claims,the words “comprising,” “including,” “having,” and variants thereofshall be construed as open-ended terminology, with the same meaning asif the phrase “at least” were appended after each instance thereof.

What is claimed is:
 1. An automatic, computer-implemented methodcomprising automatically arranging for presenting, in association withpresentation of a first television program or channel, a first selectedtelevision advertisement, wherein: (a) a relationship, between the firsttelevision program or channel and a first online user profile, isidentified automatically based at least in part on information from thefirst online user profile; (b) the first television advertisement isselected automatically based at least in part on information from thefirst online user profile; and (c) the first selected televisionadvertisement and the first television program or channel are presentedvia a first set-top box having a corresponding first set-top boxidentifier that is associated with the first online user profile.
 2. Themethod of claim 1 wherein, upon presentation of the first televisionprogram via the first set-top box, the first online user profile isautomatically identified, from among multiple online user profilesassociated with the first set-top box identifier, as having informationmore closely related to the first television program than informationfrom the other associated online user profiles.
 3. The method of claim 1further comprising automatically arranging for presenting, inassociation with presentation of a second television program or channel,a second selected television advertisement, wherein: (d) a relationship,between the second television program or channel and a second onlineuser profile, is identified automatically based at least in part oninformation from the second online user profile; (e) the secondtelevision advertisement is selected automatically based at least inpart on information from the second online user profile; (f) the secondselected television advertisement and the second television program orchannel are presented via a second set-top box having a correspondingsecond set-top box identifier that is associated with the second onlineuser profile; and (g) which television advertisement is selected forpresentation via which set-top box depends on differences between thefirst online user profile and the second online user profile.
 4. Themethod of claim 1 further comprising automatically arranging forpresenting, in association with presentation of a second televisionprogram or channel, a second selected television advertisement, wherein:(d) a relationship, between the second television program or channel anda second online user profile, is identified automatically based at leastin part on information from the second online user profile; (e) thesecond television advertisement is selected automatically based at leastin part on information from the second online user profile; (f) thesecond selected television advertisement and the second televisionprogram or channel are presented via the first set-top box, thecorresponding first set-top box identifier being associated with thesecond online user profile; and (g) which television advertisement isselected for presentation in association with which television programor channel depends on differences between the first online user profileand the second online user profile.
 5. The method of claim 1 wherein theinformation from the first online user profile that is related to thefirst television program includes demographic information concerning theuser.
 6. The method of claim 1 wherein the information from the firstonline user profile that is related to the first television programincludes information concerning online activity of the user.
 7. Themethod of claim 1 wherein the information from the first online userprofile that is related to the first television program includesdeclared information concerning the user.
 8. The method of claim 1wherein the information from the first online user profile that is usedto select the first television advertisement includes demographicinformation concerning the user.
 9. The method of claim 1 wherein theinformation from the first online user profile that is used to selectthe first television advertisement includes information concerningonline activity of the user.
 10. The method of claim 1 wherein theinformation from the first online user profile that is used to selectthe first television advertisement includes declared informationconcerning the user.
 11. The method of claim 1 wherein the first onlineuser profile and the first set-top box identifier are associated by eachbeing associated with a common online access identifier.
 12. The methodof claim 11 wherein the online access identifier and the first set-topbox identifier are associated by the online access identifier beingreferenced or included in the first online user profile.
 13. The methodof claim 11 wherein the online access identifier and the first set-topbox identifier are associated in a database.
 14. The method of claim 11wherein the online access identifier and the first set-top boxidentifier are associated by an online access device that corresponds tothe online access identifier and the first set-top box being connectedto a common local area network.
 15. The method of claim 1 wherein thefirst online user profile and the first set-top box identifier areassociated without employing personally identifiable informationconcerning the user.
 16. The method of claim 1 wherein the firstselected advertisement is presented in association with broadcastpresentation of the first television program.
 17. The method of claim 1wherein the first selected advertisement is presented in associationwith delayed presentation of the first television program.
 18. Themethod of claim 1 wherein the first selected television advertisement isspatially combined or temporally interleaved with the first televisionprogram.
 19. The method of claim 1 wherein the first selected televisionadvertisement is presented immediately before or immediately afterpresentation of the first television program.
 20. A system comprising atleast one computer structured and connected to automatically arrange forpresenting, in association with presentation of a first televisionprogram or channel, a first selected television advertisement, wherein:(a) a relationship, between the first television program or channel anda first online user profile, is identified automatically based at leastin part on information from the first online user profile; (b) the firsttelevision advertisement is selected automatically based at least inpart on information from the first online user profile; and (c) thefirst selected television advertisement and the first television programor channel are presented via a first set-top box having a correspondingfirst set-top box identifier that is associated with the first onlineuser profile.
 21. An article comprising a tangible medium encodingcomputer-readable instructions that, when applied to at least onecomputer, instruct the at least one computer to arrange automaticallyfor presenting, in association with presentation of a first televisionprogram or channel, a first selected television advertisement, wherein:(a) a relationship, between the first television program or channel anda first online user profile, is identified automatically based at leastin part on information from the first online user profile; (b) the firsttelevision advertisement is selected automatically based at least inpart on information from the first online user profile; and (c) thefirst selected television advertisement and the first selectedtelevision program or channel are presented via a first set-top boxhaving a corresponding first set-top box identifier that is associatedwith the first online user profile.
 22. A computer-implemented methodcomprising automatically: (a) identifying a relationship between a firstonline user profile and a first television program or channel, whichrelationship is based at least in part on information from the firstonline user profile; (b) selecting a first television advertisementbased at least in part on information from the first online userprofile; and (c) arranging for or transmitting instructions forpresenting, in association with presentation of the first selectedtelevision program or channel via a first set-top box, the firstselected television advertisement via the first set-top box, the firstset-top box having a corresponding first set-top box identifier that isassociated with the first online user profile.
 23. The method of claim22 wherein, upon presentation of the first television program via thefirst set-top box, the first online user profile is automaticallyidentified, from among multiple online user profiles associated with thefirst set-top box identifier, as having information more closely relatedto the first television program than information from the otherassociated online user profiles.
 24. The method of claim 22 furthercomprising automatically: (d) identifying a relationship between asecond online user profile and a second television program or channel,which relationship is based at least in part on information from thesecond online user profile; (e) selecting a second televisionadvertisement based at least in part on information from the secondonline user profile; and (f) arranging for or transmitting instructionsfor presenting, in association with presentation of the second selectedtelevision program or channel, the second selected televisionadvertisement via a second set-top box having a corresponding secondset-top box identifier that is associated with the second online userprofile, (g) wherein which television advertisement is selected forpresentation via which set-top box depends on differences between thefirst online user profile and the second online user profile.
 25. Themethod of claim 22 further comprising automatically: (d) identifyingautomatically a relationship between a second online user profile and asecond television program or channel, which relationship is based atleast in part on information from the second online user profile; (e)selecting a second television advertisement based at least in part oninformation from the second online user profile; and (f) arranging foror transmitting instructions for presenting, in association withpresentation of the second selected television program or channel, thesecond selected television advertisement via the first set-top box, thecorresponding first set-top box identifier being associated with thesecond online user profile, (g) wherein which television advertisementis selected for presentation in association with which selectedtelevision program or channel depends on differences between the firstonline user profile and the second online user profile.
 26. The methodof claim 22 wherein the information from the first online user profilethat is related to the first television program includes demographicinformation concerning the user.
 27. The method of claim 22 wherein theinformation from the first online user profile that is related to thefirst television program includes information concerning online activityof the user.
 28. The method of claim 22 wherein the information from thefirst online user profile that is related to the first televisionprogram includes declared information concerning the user.
 29. Themethod of claim 22 wherein the information from the first online userprofile that is used to select the first television advertisementincludes demographic information concerning the user.
 30. The method ofclaim 22 wherein the information from the first online user profile thatis used to select the first television advertisement includesinformation concerning online activity of the user.
 31. The method ofclaim 22 wherein the information from the first online user profile thatis used to select the first television advertisement includes declaredinformation concerning the user.
 32. The method of claim 22 wherein thefirst online user profile and the first set-top box identifier areassociated by each being associated with a common online accessidentifier.
 33. The method of claim 32 wherein the online accessidentifier and the first set-top box identifier are associated by theonline access identifier being referenced or included in the firstonline user profile.
 34. The method of claim 32 wherein the onlineaccess identifier and the first set-top box identifier are associated ina database.
 35. The method of claim 32 wherein the online accessidentifier and the first set-top box identifier are associated by anonline access device that corresponds to the online access identifierand the first set-top box being connected to a common local areanetwork.
 36. The method of claim 22 wherein the first online userprofile and the first set-top box identifier are associated withoutemploying personally identifiable information concerning the user. 37.The method of claim 22 wherein the first selected advertisement ispresented in association with broadcast presentation of the firsttelevision program.
 38. The method of claim 22 wherein the firstselected advertisement is presented in association with delayedpresentation of the first television program.
 39. The method of claim 22wherein the first selected television advertisement is spatiallycombined or temporally interleaved with the first television program.40. The method of claim 22 wherein the first selected televisionadvertisement is presented immediately before or immediately afterpresentation of the first television program.
 41. A system comprising atleast one computer structured and connected to automatically: (a)identify a relationship between a first online user profile and a firsttelevision program or channel, which relationship is based at least inpart on information from the first online user profile; (b) select afirst television advertisement based at least in part on informationfrom the first online user profile; and (c) arrange for or transmitinstructions for presenting, in association with presentation of thefirst selected television program or channel via a first set-top box,the first selected television advertisement via the first set-top box,the first set-top box having a corresponding first set-top boxidentifier that is associated with the first online user profile.
 42. Anarticle comprising a tangible medium encoding computer-readableinstructions that, when applied to at least one computer, instruct theat least one computer to automatically: (a) identify automatically arelationship between a first online user profile and a first televisionprogram or channel, which relationship is based at least in part oninformation from the first online user profile; (b) select a firsttelevision advertisement based at least in part on information from thefirst online user profile; and (c) arrange for or transmit instructionsfor presenting, in association with presentation of the first selectedtelevision program or channel via a first set-top box, the firstselected television advertisement via the first set-top box, the firstset-top box having a corresponding first set-top box identifier that isassociated with the first online user profile.
 43. Acomputer-implemented method comprising automatically: (a) receiving anindication of a selection of a first television advertisement based atleast in part on information from a first online user profile; (b)identifying a relationship between the first online user profile and afirst television program or channel, which relationship is based atleast in part on information from the first online user profile; and (c)arranging for or transmitting instructions for presenting, inassociation with presentation of the first selected television programor channel via a first set-top box, the first selected televisionadvertisement via the first set-top box, the lo first set-top box havinga corresponding first set-top box identifier that is associated with thefirst online user profile.
 44. A computer-implemented method comprisingautomatically: (a) selecting a first television advertisement based atleast in part on information from a first online user profile; (b)receiving an indication of a relationship between the first online userprofile and a first television program or channel, which relationship isbased at least in part on information from the first online userprofile; and (c) arranging for or transmitting instructions forpresenting, in association with presentation of the first selectedtelevision program or channel via a first set-top box, the firstselected television advertisement via the first set-top box, the firstset-top box having a corresponding first set-top box identifier that isassociated with the first online user profile.
 45. Acomputer-implemented method comprising automatically: (a) receiving anindication of a relationship between a first online user profile and afirst television program or channel, which relationship is based atleast in part on information from the first online user profile; (b)receiving an indication of a selection of a first televisionadvertisement based at least in part on information from the firstonline user profile; and (c) arranging for or transmitting instructionsfor presenting, in association with presentation of the first selectedtelevision program or channel via a first set-top box, the firstselected television advertisement via the first set-top box, the firstset-top box having a corresponding first set-top box identifier that isassociated with the first online user profile.